Tactics, Tactics…Strategy

Too Much Sex, Too Little Jesus
Image by Thomas Hawk via Flickr

The caveat about reading this entry and my blog, is that you’ll instantly see that I’m direct and honest. It’s because I’m passionate about what I do and because I care.

So, as a Social Media & Marketing consultant, it’s my job to understand my client’s business. As a 15+ year brand marketer, when I work on an assignment, I need to know what they want to accomplish and how it fits in with their overall business objectives. It’s just how I think and do business. I want to know the whole Megillah because I provide better value that way.

Having been on the client side for most of my career, I feel comfortable in being able to write this article from the context of a Client’s POV. When a client hires a consultant, a lot of the time, they¬† have a very specific initiative in mind. Ok, so I can take that and run with it, no problem. They know what they want to achieve and I’m the catalyst to get them there. Again, no problem.

However, when clients want to join the “Conversation”, or do any kind of marketing for that matter, I sometimes see a knee-jerk reaction to Just Do It. And, as a consultant, who knows to ask the right questions, sometimes the client just wants to enter the space because they can’t stand reading about it, or hearing about it at the water cooler or hearing about it from their boss (or from their kid for that matter). They come to me and say Savvy, I just want to be there. Make it happen.

Ok. You say you want to enter the space. You say you want to be on MySpace or LinkedIn, or Facebook and have a blog and go on Twitter. Or, you want to do this promotion, or a campaign, or a stunt. Ok. And so I ask…Why? What do you want to achieve? Who do you want to reach? What do you want to say? Do you know what people are saying about your brand?

Oh.

In any area of social media, or even marketing for that matter, looking at the particular project and how it maps back to your overall business objectives is the first thing to look at. As the consultant, I’m always going to want to ask my clients these questions. It’s my job to do that. It’s my job to tell you solutions that will work for you and your business.

The title of this entry was inspired by game Duck, Duck…Goose. Why? Because, and we’ve all been guilty of it, we get stuck in the tactical side of marketing. The cobbler’s children have no shoes…right? So, sometimes it’s difficult for us to take a look at our own business and we think very tactically. It’s Ok, you’re not alone. Whether you use a consultant or an advisor, make sure someone (besides your boss) holds you accountable for what you want to achieve with your marketing. Savvy has to do it too! So, my advice…when you have a great tactical idea, make sure you stop and ask yourself, “How will this initiative support my marketing objectives? What results do I want to achieve that will justify this spend?” You’ll be a better marketer for it. And a better client.

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One response to “Tactics, Tactics…Strategy

  1. Well said, Sheryl. Every once in a while, there’s a marketing tactic that’s so cool, so new, so unique that just using it will be a net gain for the brand. Brand strategy doesn’t matter. We’re beyond that point with social media. You no longer get points simply for being on Twitter. You’ve got to have something to say, and it better be (a) targeted to your audience, and (b) building equity for your brand.

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